New Campaign - The Rhino Adventure

Taronga’s highly successful Wild! Rhino Trail concluded recently with the auction of 45 rhino sculptures and $460,000 raised to assist programs aimed at conserving endangered rhino species. The striking and colourful sculptures, which captured the attention and interest of passersby at iconic locations such as Darling Harbour, Pitt Street Mall, Opera House, Luna Park and St Mary’s Cathedral, will no longer be on offer to residents and visitors to Sydney.

In Dubbo and region, however, these beautiful creatures will be available for the viewing pleasure of locals and visitors and remain “permanent residents” of Bathurst, Orange, Parkes, Cowra and Dubbo.

Dubbo City Council has partnered with Taronga Western Plains Zoo and surrounding LGA’s to develop a sculpture trail which will leverage from the vast exposure of Taronga’s Wild! Rhino campaign.

The Rhino Adventure is an exciting visitor campaign designed to entice the metropolitan market to visit Dubbo and Taronga Western Plains Zoo while exploring regional NSW along the way.

Targetting the source geographical area of Sydney (25.5% of Dubbo’s holiday market originates from Sydney) and the self-drive drive market, The Rhino Adventure aims to lure Sydney-siders over the Blue Mountains by creating a unique point of interest in the region.

The campaign launched at the Sydney Caravan and Camping Show (April 26 – May 5) which saw an impressive 75,549 people through the gates!
Visitor spend and increase length of stay in each participating LGA is encouraged through special offers exclusive to travellers of The Rhino Adventure. Visitors can access these special offers by scanning a QR code at each of the sculptures and unlocking digital vouchers for the City they are visiting.

Dubbo City Council invited local industry to partner in the campaign, securing three (3) local accommodation partners – Matilda Motor Inn, Quality Inn Dubbo and Outback Cellar- and three (3) visitor attraction partners – Taronga Western Plains Zoo, Western Plains Cultural Centre and Old Dubbo Gaol – each partner has provided special offers for the campaign.

The Rhino Adventure will be promoted through the newly created campaign website, strong presence on dubbo.com.au, robust social media activity, print adverts in Central NSW Discover Magazine, brochureware and collateral and posters at partnering LGA Visitor Information Centres across the region.